100 YEARS OF IDEAS

Title100 YEARS OF IDEAS
ClientPANASONIC CORPORATION
Product / ServiceBRAND ADVERTISING(100TH ANNIVERSARY ANNOUNCEMENT)
CategoryA04. Consumer Durables
EntrantDENTSU INC. Osaka, JAPAN
Idea Creation DENTSU INC. Osaka, JAPAN
Production GUNSROCK Tokyo, JAPAN

The Campaign

We aimed to go beyond the number "100", which can mean "complete", "milestone" or "goal", helping position Panasonic’s 100th anniversary a new starting point. More specifically, the goal was to achieve more than 100% of the previous year in brand image (trust and expectations). In order to achieve this, we produced 100 movies featuring the "100" motif. 1. We chose to communicate through the number "100", which is understood worldwide. 2. We featured Panasonic products prominently. Focusing on just these two elements, we produced 100 movies that are in use worldwide, with no need for translation or other adjustment. The reason we used the number "100" as a motif is that Panasonic, a global consumer electronics manufacturer from Japan, needed to announce their 100th anniversary with equal expressive impact to people all over the world.

The Brief

Total budget was 80 million yen (Approximately USD 720,000) ·This includes all production costs. ·We released the movies through 180 Panasonic facilities in 39 countries around the world, using no paid media.

Creative Execution

We distributed one hundred 100th anniversary announcement movies so that they can be freely utilized by Panasonic facilities around the world. The movies were released on platforms such as the social media sites of about 180 Panasonic facilities. in 39 countries worldwide. There was no translation or revision. In addition, based on the example of these movies, similar movies have now been produced locally in many countries where Panasonic is active.

Describe the success of the promotion with both client and consumer including some quantifiable results

With this campaign, people worldwide, regardless of age, gender or nationality, have become more aware of the trust and tradition implied by the 100-year milestone. The campaign has contributed to the building of the Panasonic brand as that of a leading global company. In Panasonic's brand image survey, we achieved the following heightened scores, shown as percentages of previous scores. ·Products/solutions for a better life: 136% ·Premium image: 126% ·Trustworthy: 119% ·Inspires anticipation: 116%

Explain why the method of promotion was most relevant to the product or service

This 100th anniversary announcement campaign uses the number "100" as a motif. Leveraging simple and non-verbal ideas, we encouraged people around the world to experience the Panasonic brand beyond language, culture and literacy barriers.

·Since Panasonic is a global organization, the target audience is everyone in the world. ·Since it was important that the 100 movies be accessible worldwide, the target media had to be the Internet. · We asked Panasonic facilities all over the world to participate in for the transmission and publication of the 100 movies in every region. Paid publicity was not conducted. ·In order to announce the 100th anniversary, we made 100 movies in which the number "100" appears shaped with Panasonic products so that language, culture, and literacy are not barriers to understanding of the movies.

Credits

Name Company Position
Takuya Suzuki Panasonic Corporation Creative Director
Subon Kin DENTSU Creative Director
Saki Shorakuji DENTSU Copywriter
Natsumi Kani DENTSU Copywriter
Aya Fukui DENTSU Copywriter
Satoru Nakamura GunsRock Producer
Kazunori Nakamura GunsRock Production Manager
Mitsugu Matsumoto EMEM Film Director
Tatsuya Tsuji GunsRock Production Manager
Miri Uchiyama GunsRock Production Manager
Yosuke Tamura point zero Cameraman
Sachiyo Onizawa Xronos Cameraman
Yuji Yamanaka Freelance Cameraman
Minoru Odamaki Freelance Lighting Designer
Hiroshi Kobayashi Freelance Lighting Designer
Yuichi Hatakeyama NVC production designer
JOE JOE TOKYO Stylist
Saori Hattori Freelance Hairstylist
Masaki Yanai ROBOT COMMUNICATIONS 3D artist
Masaru Saito EAT TOKYO Representative Director
Michinobu Takarada BISHOP MUSIC Music Producer
Links
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